What is generative AI?
Generative AI refers to artificial intelligence systems that can create new content - text, images, audio, video, and code - based on prompts or inputs. Unlike traditional AI that analyses or classifies existing data, generative AI produces original outputs.
Types of generative AI for business
Text generation
AI that creates written content including:
- Marketing copy and advertisements
- Blog posts and articles
- Email campaigns
- Product descriptions
- Social media content
- Reports and documentation
- Customer service responses
Leading tools:
- ChatGPT (OpenAI)
- Claude (Anthropic)
- Gemini (Google)
- Jasper (marketing-focused)
- Copy.ai (copywriting)
Image generation
AI that creates visual content including:
- Social media graphics
- Product mockups
- Marketing materials
- Website imagery
- Logo concepts
- Illustrations
Leading tools:
- DALL-E 3 (OpenAI)
- Midjourney
- Stable Diffusion
- Adobe Firefly
- Canva Magic Media
Video generation
AI that creates or enhances video content:
- Social media videos
- Product demonstrations
- Training materials
- Animated graphics
- Video editing and enhancement
Leading tools:
- Synthesia (AI presenters)
- Pictory (text to video)
- Runway (creative video)
- CapCut (editing with AI features)
- Descript (audio/video editing)
Audio generation
AI that creates audio content:
- Voiceovers and narration
- Music and sound effects
- Podcast editing
- Audio enhancement
Leading tools:
- ElevenLabs (voice cloning)
- Murf (AI voiceovers)
- Descript (audio editing)
- Adobe Podcast (audio enhancement)
Practical applications for small business
Marketing and advertising
Use case: Social media content
- Generate post ideas with ChatGPT/Claude
- Create images with Canva Magic Media or DALL-E
- Write captions with AI assistance
- Schedule with Buffer or Later
Time saved: 5-10 hours per week
Use case: Email campaigns
- Generate subject line variations
- Create personalised email body content
- Design email graphics with AI
- A/B test AI suggestions
Results: 20-40% improvement in open rates with optimised subject lines
Sales and proposals
Use case: Proposal generation
- Use AI to create proposal templates
- Generate personalised sections for each client
- Create visual mockups with image AI
- Proofread and polish with AI editing
Time saved: 2-4 hours per proposal
Customer service
Use case: Response templates
- Generate response templates for common enquiries
- Create AI chatbot scripts
- Develop FAQ content
- Personalise templates for specific situations
Results: 50-70% faster response times
Product development
Use case: Product descriptions
- Generate descriptions from product specs
- Create variations for different platforms
- Optimise for SEO with AI suggestions
- Translate for international markets
Time saved: 1-2 hours per product
Creating effective AI prompts
The CRAFT framework
C - Context: Provide background information R - Role: Define what role the AI should take A - Action: Specify what you want created F - Format: Describe the desired output format T - Tone: Indicate the style and voice
Example prompt: "Context: I run a small bakery in Melbourne that specialises in sourdough bread. Role: Act as an experienced food marketing copywriter. Action: Write 5 Instagram captions promoting our new olive sourdough loaf. Format: Each caption should be 2-3 sentences with relevant hashtags. Tone: Warm, artisanal, and appetising."
Tips for better results
- Be specific: Vague prompts get vague results
- Iterate: Refine your prompts based on outputs
- Provide examples: Show the AI what you want
- Set constraints: Specify length, format, and limitations
- Request variations: Ask for multiple options to choose from
Quality control for AI content
Always review AI outputs for:
- Accuracy: Fact-check claims and statistics
- Tone: Ensure it matches your brand voice
- Originality: Check for potential plagiarism
- Relevance: Confirm it addresses your specific needs
- Legal compliance: Verify claims are defensible
Human touch checklist
- [ ] Added personal anecdotes or examples
- [ ] Included local/Australian context where relevant
- [ ] Verified all facts and figures
- [ ] Adjusted for brand voice consistency
- [ ] Removed any generic or obvious AI patterns
- [ ] Added genuine expertise and insights
Copyright and legal considerations
AI-generated content in Australia
The legal landscape for AI-generated content is evolving. Current considerations:
Text content:
- AI-generated text is generally not copyrightable on its own
- Your creative input and editing may establish copyright
- Always disclose AI use where required
Images:
- AI-generated images have unclear copyright status
- Human creative direction may establish some rights
- Use for commercial purposes with caution
- Consider using AI for drafts, humans for final work
Recommendations:
- Keep records of your creative input
- Edit and customise AI outputs significantly
- Be transparent about AI use when appropriate
- Consult the Australian Copyright Council for specific advice
- Consider professional legal advice for high-stakes content
Avoiding intellectual property issues
- Don't ask AI to copy specific artists or brands
- Avoid generating content that mimics existing works
- Don't use AI to create counterfeit or deceptive materials
- Be cautious with AI-generated logos and brand assets
Building a generative AI workflow
Content creation workflow
- Planning: Use AI for brainstorming and outlines
- Drafting: Generate initial content with AI
- Editing: Human review and refinement
- Enhancement: AI for grammar, SEO, accessibility
- Approval: Final human sign-off
- Publishing: AI for scheduling and distribution
- Analysis: AI for performance insights
Cost-effective approach
Start with free tiers:
- ChatGPT free version
- Canva free (limited Magic Media)
- Bing Image Creator (DALL-E 3)
Scale to paid when needed:
- ChatGPT Plus ($20/month) for GPT-4
- Midjourney ($10/month) for better images
- Canva Pro ($17.99/month) for full features
Related guides
- Explore AI marketing for small business
- Browse our AI tools directory
- Learn about unrestricted AI options